Between Lil Yachty's throwback takeover at Nautica, Sarah Snyder for Juicy Couture, and now Anwar Hadid, Sofia Richie, and Lucky Blue Smith as the faces of Tommy Hilfiger's 90s-inspired jeans campaign, it seems the decade is being revived by those who were barely alive for its heyday.
But no matter! This next generation of teen models, influencers, and celebrity scions are not only bringing both a youthful injection to the '90s second coming, but also millions of combined followers, which means twice as many eyeballs.
Hadid, 17, is the younger sibling of supermodels Bella and Gigi Hadid. (Gigi is also the face of Tommy Hilfiger). He made his runway debut with Moschino last summer, and has recently done campaigns for Hugo Boss and Zadig & Voltaire. Richie, 18, who is Lionel Richie's daughter, broke out onto the scene in 2015, but made her runway debut last year for Chanel. She's since been scooped up by Dolce & Gabbana to help lead the Millennial model pack. And as for Lucky Blue Smith, 18, he made waves as a blonde-haired-blue-eyed heartthrob back in 2014, and has since written a book and become a father-to-be with model Stormi Bree. Yeah, the teens have been busy.
The latest Tommy Hilfiger campaign starring the three of them, titled "Tommy Jeans 3.0," was photographed by fellow teen photographer Bryant Eslava in Los Angeles. Featuring classic staples like denim cutoffs, (in Millennial pink no less), graphic hoodies and jerseys, and red, white, and blue tube socks, the collection is a nostalgic homage to the brand's 32-year history as one of the most prominent in American sportswear.
In recent seasons, Hilfiger has been adept at dipping into youth culture to stay relevant with Millenials, not least of which was the collaboration with Gigi Hadid that has resulted in two back-to-back shows, one in New York and the second in Venice Beach.
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